And do you think that element of Snap, which is such a visual and creative platform, has helped it particularly well when working with gaming platforms? And what do you think it offers to gaming brands more generally that other platforms might not?

Yeah, I think that is it precisely.

So where advertisers are wanting to cut through all the content that's amplified as well with AI, there's now even more content from that.

And there's also an element of trust, whether it's real or not.

Things like AR basically allow attentive reach for advertisers, so allow you to engage consumers.

They then play with the AR experiences, are able to share, save them.

So it becomes a lot more of a voluntary experience.

So what kind of data do you think brands aren't necessarily thinking about quite as much? And how would you suggest that they use it or think about their campaigns to maximize the opportunities that that data presents?